The Shade Room was initially launched in 2014 as a side hustle. As it stands now, the facet hustle has evolved from a fleeting tabloid sensation to a thriving media company with a 40-member staff, captivating a staggering 29 million social media enthusiasts by exploiting their insatiable appetite for drama.
The Shade Room has innovatively redefined digital media by fusing elements of fan culture with celebrity news, fostering a unique community of “Roomies” who share a passion for pop culture and entertainment. While surpassing the typical gossip publication or news aggregator, The Shade Room (TSR) evolved into an essential information hub for “the culture,” notes founder Nwandu, “but also a reflection and voice for it.” As a prominent voice amplifier.
What’s the most iconic and storied legacy in Black cinema? The inaugural spotlight shines brightly on the luminous realm of renowned Black movie stars. Who is NFL quarterback Jalen Hurts with, and what is the status of supermodel Naomi Campbell’s relationship? Why did a Louisville woman allegedly ask Kanye West to help her steal a car with a child inside? TSR has you coated.
Recently, I reached out to Nwandu to discuss the ongoing controversy surrounding The Shade Room and the lasting impact she wants to leave on her industry. As the platform continues to evolve, it has naturally expanded into diverse realms, encompassing politics, in-depth journalism, and spirituality – a deliberate strategy to transcend the mundane sphere of celebrity gossip, which she regards as tiresome.
Nwandu hasn’t gotten there but. When we discussed the latest news, the arrest of renowned entrepreneur Diddy made headlines as he faced charges of sex trafficking and racketeering conspiracy following a grand jury indictment; although he pleaded not guilty to these allegations.
While no one has explicitly praised The Shade Room, our unique approach has effectively laid the groundwork for others to follow. As connections to notable figures like Shawn McKenzie, founder of The Spiritual Word, and Jason Lee, founder of Hollywood Unlocked, I’ve had the opportunity to engage in thoughtful discussions with them. I held individual discussions with each of them, sharing my ideas and recommendations in that setting.
We’re pleased to see that our initiative has empowered diverse Black-owned media companies to thrive on their own terms. Witnessing the triumphs of various digital platforms brings me immense joy. I’m thrilled to start something that sets a chain reaction in motion.
It’s crucial that you don’t reveal which tales, lest the objective of this exercise is undermined. We won’t compromise on our individuality. Many individuals share lurid stories about revealing others’ secrets. We deliberately steer clear of that particular matter. While we’ve been adventurous in the past, our typical approach has actually been quite cautious. I’ve witnessed the devastating impact on individuals who struggle to transcend societal expectations and norms. We have successfully navigated efforts to avoid invading privacy in certain regions.
As we strive to broaden our scope, we’re shifting our focus towards fostering a more uplifting tone. We’ve reduced our daily publishing frequency, having previously produced longer pieces throughout the day. Given the rapid pace of celebrity news and the need for timely updates, it’s essential our brand identity can adapt quickly; hence, being called The Shade Room enables us to swiftly respond to developments like Diddy’s potential incarceration. Despite the abundance of material that won’t see the light of day. A delicate ballet of sorts has unfolded.
